Social Proof is a

psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation. This effect is prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior, and is driven by the assumption that surrounding people possess more knowledge about the situation.”¹

It can be observed in many different situations and is utilized by various industries, but perhaps none more than in technology.

With social networks–technological environments designed to mimic societal ones–becoming so popular, it seems logical, now, that these infrastructures would find a way to implement social proofing into their models.

Social proofing was innocuous enough when it was just sticking a bunch of attractive women around some guy to sell a product, but with technology being integrated into everything–and with all of tech becoming social–“liking” and “upvoting” are everywhere. Since the first comment or article people see are the ones most voted, it then becomes commonplace to associate popularity with correctness. To be fair, this form of voting allows for more interaction and leads to some interesting discoveries, but the influence it has in deciding what is correct is still vast.

Another aspect of this phenomenon, in technology, is identifying with authority. This industry is moving at a million miles an hour, 24/7; so when a popular figure like the late Steve Jobs or Mark Zuckerberg took to the stage and commented on their perception of technology’s direction, it reverberated with many. This then leads to people holding similar views which influences what gets seen because of people voting for things that are in accord with this belief. Of course, one could argue that these individuals are authorities for a reason, but it would do well to remember reason (logic) when deciding whether to believe/follow a person’s view.

By making “liked” and “upvoted” content a priority, a broader audience can be reached and high demand data can be easily accessed. But at what point is “sharing” “liking” “upvoting” a vehicle for hive minded thinking, and when is it a useful tool?